WASHINGTON, D.C.— APCO Worldwide is launching APCO Pathfinder, a new proprietary service designed to enhance product launches and market entries by anticipating the full stakeholder landscape most critical to increased product sales.
“Anticipating the complex web of third parties, regulators and key influencers who materially shape purchase decisions can make the difference between long-term product success and failure,” says Margery Kraus, president and chief executive officer. “Increasingly, clients are improving their traditional marketing strategies by estimating opportunities and threats from the start, rather than waiting to react after a launch. Strategies that increase potential endorsements and minimize missteps can tip the balance between maximum value and missed opportunity. This is the next generation of marketing.”
Pathfinder enhances traditional marketing strategies by anticipating stakeholder behavior, optimizing product positioning and developing resilient launch and lifecycle strategies to address changes in the stakeholder landscape.
“Corporations are very good at predicting how their customers are likely to react to a new product, but they may not fully forecast the impact from other key stakeholders such as regulatory and nongovernmental organizations and the media,” says Kraus. “Pathfinder gets clients ahead of the curve by combining APCO’s extensive global expertise in this stakeholder environment with proprietary research tailored to each client’s needs. The result is a comprehensive and sustainable approach to navigating the stakeholder landscape.”
Bryan Dumont, a senior vice president in APCO’s Washington, D.C., office, and Phil Riggins, an APCO director based in London, will serve as research leads for Pathfinder. Dumont and Riggins are part of APCO Insight, the firm’s opinion research division, which provides message development and strategic communication services to corporations, governments and associations.